How Big Are Your Ears?

Does your agency long to get a foothold inside Coca-Cola’s Atlanta headquarters?

Great. What shape is your social-media monitoring practice in?

That’s right, listening is in.

According to Ad Age, Coca-Cola is seeking a consistent way of keeping track of what consumers are saying about its brands across Twitter, Facebook and other social channels.

No, not because the company is self-absorbed. The winning agency will also report back to Coca-Cola brand managers with insights about consumer sentiment toward specific products, which will be used to influence how the company improves or tweaks marketing.

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Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.